Pentagram Designs Identity and Graphics for ‘Choice Works’
Pentagram’s Paula Scher and her team have designed the identity and event graphics for Choice Works, a party and art auction to benefit Planned Parenthood Federation of America and Planned Parenthood of New York City.
Support from the event, which will be held at Sotheby’s in New York this Friday, May 15, will aim to help provide affordable or free reproductive health care to New Yorkers and fight to protect women’s rights in every state across the U.S.
The auction features artworks donated by artists including Cindy Sherman, Laurie Simmons, Marilyn Minter, Jeff Koons, Matthew Barney, Roni Horn, Nan Goldin, Kara Walker, Alex Katz, Richard Serra, Richard Prince, Ryan McGinley, Louise Lawler, Sarah Sze, Dana Schutz, Lisa Yuskavage, and many others.
The Choice Works logotype modifies the font Foundry Gridnik. Scher designed bespoke typography for the event graphics, creating a modified version of the font Foundry Gridnik that builds its letterforms from a network of lines and bars. The identity appears in an animation on the Choice Works website, and the custom type is also used on printed invitations. Secondary typography is set in the standard Foundry Gridnik.